群邑：2023年中国广告市场展望

FEBRUARY 2023A Report From GroupM, WPP’s Media Investment GroupCHINA SPOTLIGHTFEBRUARY 2023 •CHI NA SPOTLI GHT I TABLE OF CONTENTS2MARKET PERSPECTIVEAN ECONOMIC REBOUNDLOOKING AHEAD0405MEDIA & ENTERTAINMENTAUTOMOTIVE SALESLUXURY SALES13TABLE OFCONTENTSMARKETER TAKEAWAYS1407091115 CONTACTYEAROF THERABBIT2023FEBRUARY 2023 •C H I N A S P O T L I G H T I MARKET PERSPECTIVEMARKET PERSPECTIVEGROUPM GREATER CHINA CEO & WPP GREATER CHINA CEOPATRICK XUThe last three years have been some of the most challenging andinspiring of my career. Throughout the successive pandemic-relatedlockdowns and resulting shifts in economic activity and human behavior,GroupM and its clients have adapted and invested to come out strongerand better prepared for the years ahead.This agility and vibrancy have been amazing to watch as our GroupMpeople have rebounded from a very difficult December when manypeople personally experienced the impacts of a large wave of COVID-19infections. In January, I, along with my colleagues and hundreds ofmillions of other Chinese, traveled to celebrate the Chinese New Year(CNY), ushering in a new year of prosperity and revitalization. In a signof how quickly China is returning to life beyond the zero-COVID policy,the Ministry of Culture and Tourism reported that the number of tripsduring 2023 CNY increased by 23.1% over 2022 and revenue fromdomestic tourism increased by 30% .Now back in our offices, we are looking forward to a year of growth.GroupM’s advertising forecast for China calls for 6.3% growth in 2023with further 6.4% growth in 2024. Those increases will be especially feltin performance marketing, e-commerce and social, including socialcommerce where we continue to invest in strengthening our talent andcapabilities in service of our clients. Last year we added more than 3,000certificates from partner platforms such as ByteDance, Baidu, Alibabaand Tencent, an increase of 56% over 2021. Expertise in these platformsis pivotal as all four rank among the top 10 global sellers of advertising.More than ever, our work with these partners and our clients revolvesaround data and technology, a capability GroupM has strengthenedthrough the launch of Choreograph in China. The talent and bestpractices available to clients through Choreograph are being put to workfor local and international clients in China, including as part of recentlyrenewed relationships with Nike, Xiaomi, Dyson and Pernod Ricard.I look forward to continuing our work to make advertising better forpeople in 2023.Thank you,Patrick Xu4AN ECONOMIC REBOUNDEmerging from significant uncertainty during the tail end of 2022, the UN and IMFraised expectations for China’s economy in January. The IMF now predicts China’s economy will growFEBRUARY 2023 •C H I N A S P O T L I G H T I AN ECONOMIC REBOUNDSome large international financial institutions have also lifted their estimates on China's economic growth in 2023. Morgan Stanley increased its China rating from 5% to 5.7%, wh